Case Study
Getting young people vaccinated against COVID-19 required a bold idea. Instead of going to them through traditional channels, we took the vaccine to where they already were — Tinder.
In the app, the vaccine became a Tinder profile: a character to swipe right on, a match waiting to happen.
on the vaccine
We used illustration to give the vaccine a personality — turning it into a Tinder user just like any other. We placed it in relatable, tongue-in-cheek situations: taking a bathroom selfie, working out at the gym, showing off a home-cooked meal. Every visual choice was designed to stop the scroll.
Tinder users move fast — an average user sees two profiles per second. We designed for that speed. The main CTA, “If we haven’t matched yet, book an appointment,” linked directly to the Catalan Health Department’s vaccination booking page.
The campaign broke records for an institutional campaign in terms of media coverage. Coverage included El País, El Diario, ABC, TV3, Telecinco, and specialist outlets like Marketing 4Ecommerce.
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